Urban Experiment, which was launched to salon professionals in February, consists of four items designed to help users create mohawks, dreadlocks or second-day hair. To help Redken bring the line to consumers, it has teamed up with the urban cultural events Web site Flavorpill.

Spokeperson at Redken stated that Redken joined with Flavorpill of their knowledge to market to this lifestyle, to individuals who reside in the music scene and the art scene in urban areas.

Flavorpill is located in New York and produces e-mail newsletters, New York city guides and e-mail magazines about fashion, literature and music. It is best known for showcasing cultural happenings such as gallery openings and DJ nights at local clubs, as opposed to events at big museums or concert halls.

This will be the first real online markeing campaign by Redken for a major product introduction. The major part of their budget will be spent on online marketing events.

Contests in urban areas will be one of the major focal points of the advertising program. Participants will be offered the real life opportunity of being involved in a number of web series about their experiences with the product and individuals reaction to the product.

The first contest took place this summer in New York. It was promoted via e-mails sent by Flavorpill and Redken to their opt-in e-mail databases, as well as with co-branded ads on Gawker.com and The Onion's Web site.

Redken has produced a number of webisodes, produced by Redken to follow users of the Urban Experiment Products. Spokesperson for Redken has indicated that this is truly an urban experiment.

Redken has indicated the campaign will roll-out to the cities of Chicago, Miami, and Los Angeles in the next 9 months.